Concepts is an OG of our world. It was established in 1996 in the heart of Harvard Square in Cambridge, Massachusetts, as one of the first shops to cater to the lifestyle consumer. Like a certain venerated fashion house, its Concepts signature interlocking “C"s logo has become instantly recognizable.

That isn't the only thing that's solidified their reputation as one of the best stores out—they were one of the first shops to pair high-end clothing items alongside covetable streetwear and grail-worthy kicks. The execution of their collaborative models has also been consistently good, like its recent massage-themed adidas "Shiatsu" Energy Boost, which taps fellow OG Mayor for a "relaxing" campaign.

However, the Massachusetts-based shop that has become popular through its diverse collabs from New Balance and Nike to Birkenstock and Mephisto is about to up its game in a huge way. We can confirm that Concepts and Zappos have finalized a business relationship that will greatly boost the boutique's logistical and operational capabilities.

“This collaboration is an incredible opportunity to enhance all facets of our company at a pivotal moment in our history. The future is incredibly bright and I am overjoyed with what the future holds for Concepts,” says Tarek Hassan, CEO of Concepts International. “The fact that we now have additional resources, helping us better serve our customers is a dream come true.”

The Concepts team will continue to operate independently, maintaining its authentic spirit and innovative approach to the retail game, relying on the provenance the brand has built as one of street culture's premier retailers since 1996. Loosely translated, that means we probably won't see much change on the outside once the Zappos relationship kicks into high gear.

In other style news, Balenciaga is being sued by a NYC souvenir company.

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